E-commerce is an evolving market; the number of retailers and the growth in online shopping has built up a competitive market. It is therefore essential for companies to continuously develop their online activity to remain and attract new customers.
The purpose is to explain the relationship between trust, perceived risk, shopping enjoyment, site design quality and online purchase intention. To do so, companies need to create value for the customers and meet their demands: therefore it is of great importance for companies to understand consumers’ buying behavior, and moreover investigate in which factors are related to the consumers’ online purchase intention.
Source: Linnaeus University
Authors: Aliyar, Shirin | Mutambala, Clara